What's the Point of Beanless Coffee?
My piece on Atomo Coffee, and whether it's any good - out now in the New York Sun
“Will this replace coffee as we know it? No, and Atomo doesn't want that.
Oatly became a billion-dollar business by de-emphasizing vegans and convincing ordinary consumers that their sweet milk tastes great and should be bought alongside the bottle of full-fat. Atomo wants to do that for the coffee bean.”
Out now in The New York Sun: The purpose of beanless coffee. Give it a read!